Creating & launching a successful business book

Creating and launching a

SUCCESSFUL

business book

GROW YOUR BUSINESS BY CREATING A SUCCESSFUL BUSINESS BOOK

LID PUBLISHING

Martin Liu

Introduction to LID Publishing

• Books & publications = strong platform for business development, brand enhancement, reputation building & thought leadership.

• LID Publishing works with authors and their organizations to achieve these objectives.

Books are authoritative & influential

Books bring credibility

Books enable you to stand apart

Who should consider a book?

• Virtually any business sector – but especially professional services, knowledge-based, client-oriented.

• Executives, partners, entrepreneurs, business owners – as potential “authors”.

• Marketing and communications professionals – who want a strong tool/platform for their work.

What makes a successful author?

• The ability to offer something unique and relevant.

• The ability to write engagingly.• The ability to anticipate the reader’s viewpoint.• And when the book is released, the commitment

to promote it – extensively.

What subjects work well?

• In theory, all subjects are relevant – it’s a question of how you present and promote it.

• But the best subjects/books are those that can compete in the marketplace.

The practicalities of writing

• How long does it take? On average, six months.• What support will you get? The publisher’s role.• Too busy and don’t have time? Consider a ghost

writer.

Justifying the costs

• Books take time, effort and even cash resources to write and promote. However, in terms of ROI…

• Books = excellent tool for business development.

• Books = excellent tool for reinforcement of current relationships.

• Books = generate royalty payments.

Which publisher for success?

• Traditional commercial publisher – certain prestige, but lack of focus.

• Self-publishing route – easy to access, but lacks quality editorial, distribution and promotion support.

• Tailored publishing route – client-focused and designed to achieve specific communication goals.

How does LID work?

• Boutique publisher, which treats its authors as clients.

• Offers and charges for a service – to create books as platforms for achieving communication goals.

• Typical fee charged per project £10-15k, depending on nature of project.

• PR is key to the success of the project.

April 2013

Creating & launching asuccessful business book

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• Kelso Consulting – boutique PR agency • Particularly specialises in professional,

consultancy and business technology firms• Headline thinking and hardline results• Involved in the launch of numerous business

books – technical, advisory and visionary

Tim Prizeman, Kelso Consulting

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A book is a big deal for you

• A lot of time, sweat and tears• Money and sacrifice• Ego and vanity• Your hopes and aspirations are riding on it• Your legacy???

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Success – you have written it !

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In fact it is just the start

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The competition

• Established authors• Celebrity authors• Books by journalists on topical stories• Books by:

– Academics– Business people– Anyone….

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10,000 each year

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How will the book help you achieveyour goals

• How is the book going to create business for you (specifically, not vaguely)

• Who do you want to read the book• Have a business marketing plan that leverages

the book

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How will the book help you achieveyour goals

• How is the book going to create business for you (specifically, not vaguely)

• Who do you want to read the book• Have a business marketing plan that leverages

the book

Remember: you are now an AUTHORITY

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Why media coverage important

For the book:•Create sales •Impress distributors

For you and your business:•Build your brand – personal and business•SEO•Creates speaking opportunities•Creates business opportunities

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A successful launch

Keeping the campaign going

Case study – The Commando Way

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The groundwork

• Make sure your online profile is fantastic• Get forewords and comments from people &

brands who are as famous as possible• Have a website for your book

– Wordpress.com– Blogger.com

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Example business author website – Stephen Bungay

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The groundwork…continued

• Make sure your online profile is fantastic• Get forewords and comments from people &

brands who are as famous as possible• Have a website for your book• Have an electronic version of the book• Have an electronic / pdf give-away chapter• Press kit (photos, cover images, biog)• Podcasts and videos

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A great launch

• Have a launch party (for everyone you know, not just journalists)

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Book reviewers

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Utilising the book for PR

How do I keep the coverage going?

•Initial launch •On-going article placing •Interviews & speaking opportunities

How to keep the campaign going for 18 months?

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Utilising the book for PR

How do I keep the coverage going?

•Initial launch •On-going article placing •Interviews & speaking opportunities

Remember: as an author on the subject, you are an authority and much better able to get

interviews

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Maximising the media impact

Think broadly about the media

•Your sector and nationals•Your local press•Niche business publications & websites•Freelancers

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Think social media

• Bloggers• Online radio and webcasters• Twitter, LinkedIn, Facebook page• Wikipedia• Reviews on Amazons • Integrate with your website/blog and mailing list

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Case study –

The Commando Way

Published September 2012

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Factors that helped

• Launch in distinctive venue (Special Forces Club)

• Distinctive angle (application of military know-how to business)

• Author “walked the talk”• Built on past PR activity• Could link book to topical events• Two months after launch, could to

announcement with client Walmart

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Coverage gained

The launch campaign on ongoing PR over the next 8 months (so far…) created unprecedented coverage for McKinney Rogers, including:

•Major interviews in The Wall St Journal and Financial Times

•Other high impact coverage including: appearing additionally in the FT’s weekly management column; interview in The Economist; and an authored article in the Sunday Telegraph

•Widespread coverage across a broad range of business management and HR titles.

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Questions????

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Next seminars:

Summer 2013:

Using LinkedIn & social media for business development

Successful thought leadership

Autumn 2013:

The Perfect Pitch

Maximising your ranking in legal directories

Thought leadership

LinkedIn & Social media

Other themes TBC

www.kelsopr.com/seminars

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London21 Bloomsbury WayLondonWC1A 2TH020 7242 2286

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timp@kelsopr.comwww.kelsopr.com

Kelso Consulting